In Newfoundland, Canada, Cod Fishing is a rite of passage.
I was fortunate enough to get a chance to try it when I was there.
You catch a cod by using a jig. Basically, it's a metal hook with no bait.
You drop the jig down to the bottom of the sea where the cod like to hang out.
And then you simply jig them up.
You can tell the Newfoundlanders have been catching the Cod the exact same way for hundreds of years.
I got to thinkin, "You would think the Dumb Cod would learn not to get hooked by these jigs. After all this time, how come they still fall for it?"
Wait Ben, how does this relate to selling?
One habit I've noticed in advertisers is they tend to get bored of their own advertising long before the public stops responding to it.
Yes, even if their prospects are still takin the bait, they want to go and screw with it.
Dumb, dumb dumb.
David Ogilvy said you want to consider your prospects like a moving parade, not a standing army.
That means there's a constant stream of new prospects who have never seen your advertising before.
That's also why one great ad can run for 10, 20, 30, or even 40 years. An ad isn't an expense, it's an asset, when they're done right anyway.
Want to learn how to write them even if you're not a pro copywriter?
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